What problems will e-commerce encounter on overseas social media when going overseas? How to resolve?

The end of the year is approaching, and many businesses are entering the busiest season of the year.

On overseas social media, e-commerce brands are also very active. From the "Popular Posts on Social Platforms", we can see that the popularity of e-commerce posts is significantly higher than that of other industries:

For overseas brands in every industry, overseas social media platforms are a very important promotion position and source of traffic. Through this, we can see some noteworthy data performance and characteristics of the e-commerce industry on overseas social media.

Characteristics of e-commerce overseas social media operations revealed by data

Let’s take a look at the social media comparison between e-commerce and manufacturing:

We can see that e-commerce has obvious data advantages over other industries in terms of posting volume and interaction volume. If it is specific to a certain e-commerce brand, this gap will further widen. The following is the data of a certain homepage of Shopee in the past 28 days, the number of posts has reached 255, and the interaction is as high as more than 50 million times:

It is not difficult to see that there are two prominent characteristics of e-commerce operating data on overseas social media platforms, one is the large amount of posts, and the other is the high amount of interaction.

By further analyzing the composition of the interaction volume of e-commerce brand posts, we can see that most of the posts with high interaction volume mainly benefit from the number of comments that remain high in the interaction. main reason. The following posts and statistics clearly show this:

In the interaction, the proportion of comments is as high as 99.64%.

Therefore, to be more precise, the characteristics of e-commerce in terms of overseas social media operation data are: one is the large amount of posts, and the other is the large amount of comments.

Pros and Cons

It is generally believed that a high amount of interaction is a good thing, and the more the better.

Getting more attention and interaction on social media is certainly something most brands are looking for. The amount of interaction is an indicator that is highly valued in overseas social media operations. Many operators try their best to increase the amount of interaction of the content of the posts even a little bit. Generally, higher engagement means better content quality, more popular posts, brand influence and more possibilities for monetization. In this sense, the higher the number of interactions, the better.

However, for e-commerce, the high amount of interaction (comments) on social media is not necessarily the result of high-quality post content, but is brought about by rewarded interaction, or more directly by the e-commerce industry. determined by the need for information transfer. While the amount of interaction is high, it will also bring troubles and risks to operators and brands.

The timely processing of fan messages is taken for granted. If you do it well, it will increase user stickiness, promote conversion and monetization, and increase the chance of repurchase. However, if it is not done well, it will inevitably have a negative impact on the brand.

The timeliness of responding to comments on posts is an important indicator of the quality of social media operations. In particular, if the information such as inquiries, complaints, and help in the comments cannot be answered in time, it is likely to cause dissatisfaction or even loss of fans, which will have a negative impact on the brand and be transmitted to the sales of products.

In addition, the large number of e-commerce posts will also bring trouble to operators. Most e-commerce companies do not have one or two homepages on overseas social media, but use multiple social media platforms to form a media matrix. Often a product information needs to be published on multiple different social media platforms at the same time. Needless to say, this will cause work The large volume, the occupation of a lot of manpower, and the subsequent increase in operating costs, which are unwilling to see the brand side.

solution

Identifying problems relies on data, and solving problems relies on tools.

At present, social media management SaaS products have been widely used, and most of the problems that plague operators can be solved with corresponding tools.

For users with a large number of posts and involving multiple overseas social media platforms, the post tool used can realize functions such as one-click login, multi-platform posting, and regular posting to improve posting efficiency:

Posting is currently available on multiple social media platforms, from Facebook to Instagram, Twitter, LinkedIn, and TikTok.

The basic requirements for replying to comments on posts are timely and without omissions. Use the "Comments" function of the Marketing Cloud "Interaction" module to respond to fan comments in a timely manner, and you can mark them as "completed" to avoid omissions:

The function page also provides visual statistics of "comment active time", which is convenient for managers to allocate personnel in different time periods and better match the workload:

The huge volume of comments on e-commerce posts means that the workload of processing comments is huge. When faced with thousands or even tens of millions of comments on a post, it is obviously not something that can be done by one or two people.

In addition, messages related to sales leads need to be connected and processed by personnel from different departments, and further promote sales conversion. At this time, multi-department and multi-person division of labor and coordination are required.

In this regard, we recommend using the "group management" and "member management" functions of Marketing Cloud to establish relevant personnel to form a team to work together as needed, and to grant different permissions to different personnel, in order to obtain the result of 1+1>2.

With these tools, problems such as the large amount of posts and the heavy workload of replying to comments are no longer a problem for operators.

Epilogue

E-commerce brands have always been one of the main forces going overseas. The special significance of social media for e-commerce is that social media is the most important channel for e-commerce to reach and interact with users and exchange information, and it is also an important position to promote sales. Making full use of social media management tools is an effective way to achieve low-cost and efficient operation of overseas social media.

All the data in this article comes from public data, and the data acquisition and analysis tools come from Marketing Cloud, a global social media data marketing management platform. If you are interested in "posting", "interaction" and other functions of Marketing Cloud, please leave your contact information and we will get in touch with you.